Call it, if you will, the Nouvelle Wag. This, of course, has nothing to do with the world of film or music; this is about a decidedly new mood causing sweeping changes among the inner circle of Wag royalty. It's a new approach from our favourite footballers' wives, which - now, don't laugh - is all about toning things down a notch or 10.

We can namecheck Cheryl Cole, a woman whose painted face has been as much a part of her celebrity persona as the Geordie accent, dimples and overactive tear ducts. Yet lately (including on her recent Vogue cover), she seems to be making an effort to de-Wag herself, going for a look that's more au naturel than over the top.

Cheryl isn't the only Wag to be reducing the glitz either. Mrs Beckham has also been busy playing it down - check out her latest campaign for Emporio Armani underwear,